Marathon group
- Company typePrivate
- Founded1979
- HeadquartersBromma, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Marathon group firmographics
Firmographics- Name
- Marathon group
- Legal name
- Marathongruppen i Stockholm AB
- Website
- https://marathongruppen.se
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Marathon group industry classification
Industry- Product category
- Running and Mass Participation Event Organization
- NAICS
- Spectator Sports (71121), Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Civic and Social Organizations (8134)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)
- akta.pro primary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
- akta.pro secondary industries
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD)
Keywords
Where Marathon group is headquartered
LocationHeadquarters
- HQ city
- Bromma
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Marathon group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Event Registration Fees: One-time fees charged to participants for each running event they register for. Prices vary by event and distance.
- Corporate Health Packages: Customized corporate packages for companies to participate in events as team-building and corporate health initiatives. Includes additional services and support.
- Sponsorship and Partner Agreements: Commercial rights and partner agreements managed through wholly-owned subsidiary company. Major sponsor includes adidas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Winter Run 10K |
| Unit Pricing | Pay-as-you-go | Winter Run 5K |
| Unit Pricing | Pay-as-you-go | Winter Run Youth 11-18 years (5K) |
| Unit Pricing | Pay-as-you-go | Winter Run Children 7-11 years |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Marathon group product offering
Product offeringCore offering
Marathongruppen organizes and produces approximately 20 annual mass-participation running events in Sweden (and select Nordic venues) ranging from children's races and 5Ks to half marathons, full marathons, trail runs, women's-only races, and corporate relay races. Flagship offerings include adidas Stockholm Marathon, adidas Stockholm Halvmaraton, Tjejmilen, Winter Run Stockholm, Vårruset, Höstrusket, Convinistafetten, and STHLM Trail Run. The organization also sells corporate wellness packages (Företagshälsa) for companies using the events for employee health and team-building, and handles registration, timing, and participant management through its Hakuapps digital platform.
Product overview
Marathongruppen operates as a portfolio of running and motion event brands organized by athletics clubs Hässelby SK and Spårvägens FK since 1979. The offering consists of approximately 20 annual running events across various distances (5K, 10K, half marathon, marathon, trail, relay) and participant segments (open, women-only, children/youth, corporate). Key flagship events include adidas Stockholm Marathon, adidas Stockholm Halvmaraton, Tjejmilen, Winter Run Stockholm, Vårruset, and Höstrusket. The portfolio also includes a corporate wellness program (Företagshälsa) offering customized B2B packages for company participation, and a digital registration platform (Hakuapps) handling participant management, payments, and timing. Events are predominantly concentrated in the Stockholm region with some events in Sälen and Trysil (Norway). The organization is non-profit with all surplus returning to athletics.
Differentiator
Problem solved
Functional benefit
Brands
- adidas Stockholm Marathon: Annual marathon event in Stockholm
- adidas Stockholm Half Marathon
- Tjejmilen
- Vårruset
- Winter Run Stockholm
- Tjurruset
- Convinistafetten
- adidas Premiärmilen
- Trail Run Stockholm
Products and services
- adidas Stockholm Marathon Flagship annual marathon event held in Stockholm in May/June, part of Marathongruppen's portfolio and the organization's most recognized race brand.
- adidas Stockholm Halvmaraton (Stockholm Half Marathon) Annual half marathon event held in Stockholm as part of Marathongruppen's major event calendar.
- Tjejmilen Women's-only 10K running event, one of the largest women's running events in Scandinavia with 125,000 female participants annually.
- Winter Run Stockholm Annual winter running event held in late January at Skansen and Djurgården, featuring illuminated 5K and 10K courses with torches and fire performances, plus a children's 1.3K class for ages 7-11.
- Vårruset Spring 5K running event held in May-June, attracting large numbers of recreational runners.
- Convinistafetten Corporate relay race event combining 5K distances with workplace health and team-building offerings, designed for corporate wellness.
- adidas Premiärmilen 10K season-opening running event held in March.
- adidas Premiärhalvan Half marathon season-opening event held in April.
- STHLM Trail Run Trail running event with 10K, 5K, and trail distances held in April combining Skansen and Djurgården.
- adidas Shake Out Run 5K warm-up run event held in May as a lead-up to the Stockholm Marathon.
- Stockholm Mini Marathon Children and youth running event designed for kids and young athletes.
- Tjejmilen Sälen Season-opening trail and 10K/5K women's running event held in Sälen in June.
- Trysil Trail Trail running event held in Trysil, Norway in July.
- Tjurruset 10K and 5K running event held in October.
- Kalvruset Children and youth running event held in conjunction with Tjurruset in October.
- Stockholms Brantaste 5K running event held in October featuring a challenging, steep course.
- Höstrusket Autumn running event held in November with 10K, half marathon, and marathon distances.
- Lilla Tjejmilen Children's version of the Tjejmilen event for young female runners.
- Förbifartspremiären Running event held in October with 4km, 7km, and 12km distances.
- Företagshälsa (Corporate Health Program) B2B corporate wellness program offering Swedish companies customized packages for employee participation in Marathongruppen running events, supporting team-building, workplace health, and employer branding.
Quantifiable outcome
- Over 200,000 runners participate annually across all events
- +3 more outcomes
Companies that use Marathon group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Marathon group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
Marathon group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- Hässelby SKcoreAthletics club (Friidrottsföreningen Hässelby SK, Org.nr 802411-9698) that co-organizes all Marathongruppen events since 1979. One of two founding clubs behind Stockholm Marathon.
- Spårvägens FKcoreAthletics club (Spårvägens Friidrottsklubb, Org.nr 802015-9979) that co-organizes all Marathongruppen events since 1979. One of two founding clubs behind Stockholm Marathon.
- adidasflagshipMajor sponsor partner for key events including adidas Stockholm Marathon, adidas Premiärmilen, adidas Premiärhalvan, adidas Shake Out Run, and adidas Stockholm Half Marathon. Provides naming rights and branding for flagship events.
- SorteracoreWaste management and recycling partner for sustainability initiatives at events. Partnership focuses on waste sorting stations and environmental education for participants.
- Run 50/50minorInitiative focused on gender equality in running events, working to achieve 50/50 participation ratio and equal representation.
Scale indicators9 records
Recent moves5 records
Expansion highlights5 records
Marathon group competitors and assessment
Company assessmentDirect peers
- Boston Athletic Association (BAA): Non-profit organizer of the Boston Marathon and several other signature road races. Comparable non-profit structure with strong heritage brand and marathon-centric event portfolio.
- SCC Events (Berlin Marathon): Organizer of the Berlin Marathon and other major German road races. Direct comparable in European marathon event organizing with strong international brand recognition.
- New York Road Runners (NYRR): Non-profit running organization operating the TCS New York City Marathon and 50+ annual races. Closest analog to Marathongruppen's non-profit club-backed model at international scale.
- Göteborgsvarvet: Sweden's second-largest running event organizer, hosting the world's largest half marathon. Direct competitor in the Swedish mass participation running market with similar event portfolio and target audience.
Emerging players
- Strava: Digital fitness and running community platform. Comparable as a participant engagement platform targeting the same running demographic with virtual event and community features.
Regional players
- Dansk Atletik Forbund / Copenhagen Marathon: Danish national athletics federation and Copenhagen Marathon organizer. Nordic regional peer in the same Scandinavian running event market with shared participant demographic.
Others
- RunSignup: Endurance event registration and timing technology platform. Comparable as the underlying technology infrastructure for race registration that Marathongruppen uses (Hakuapps platform).
- Svenska Friidrottsförbundet: Swedish Athletics Federation, the national governing body for athletics in Sweden. Closely related oversight organization and ecosystem partner for Marathongruppen's organizing clubs.
- Active Network (Race Roster): Event registration and timing technology platform for endurance events. Comparable as technology ecosystem player that powers online race registration for running events.
Broad incumbents
- IRONMAN (World Triathlon Corporation): Global mass participation endurance event organizer with portfolio of triathlons, marathons, and running events. Comparable in event organizing scale and multi-format racing portfolio, though owned by private equity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights8 records
Customer concentration
Marathon group social profiles
Digital presenceMarathon group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marathon group leadership team
Management profileNumber of profiles
Profiles6 records
Marathon group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marathon group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marathon group
What does Marathon group do?
Marathongruppen organizes and produces approximately 20 annual mass-participation running events in Sweden (and select Nordic venues) ranging from children's races and 5Ks to half marathons, full marathons, trail runs, women's-only races, and corporate relay races. Flagship offerings include adidas Stockholm Marathon, adidas Stockholm Halvmaraton, Tjejmilen, Winter Run Stockholm, Vårruset, Höstrusket, Convinistafetten, and STHLM Trail Run. The organization also sells corporate wellness packages (Företagshälsa) for companies using the events for employee health and team-building, and handles registration, timing, and participant management through its Hakuapps digital platform.
Is Marathon group a public or private company?
Marathon group is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Marathon group founded?
Marathon group was founded in 1979. It employs 11 to 50 people.
Where is Marathon group based?
Marathon group is headquartered in Bromma, Sweden, in the Europe region.
How does Marathon group make money?
Three revenue lines are on record. Event Registration Fees are the primary driver. The others are corporate Health Packages and sponsorship and Partner Agreements.
Who are Marathon group's main competitors?
Direct peers on record are Boston Athletic Association (BAA), SCC Events (Berlin Marathon), New York Road Runners (NYRR) and Göteborgsvarvet. Strava is listed as an emerging player. Dansk Atletik Forbund / Copenhagen Marathon is listed as a regional player. Others are RunSignup, Svenska Friidrottsförbundet and Active Network (Race Roster). IRONMAN (World Triathlon Corporation) is listed as a broad incumbent.
Does Marathon group have an API?
No public API is recorded for Marathon group.
What industry is Marathon group in?
Marathon group's product category is Running and Mass Participation Event Organization. Its primary akta.pro industry code is MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling), with a secondary code of MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K). Its NAICS code is 71121 and its SIC code is 7900.